An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.

The exploratory study was conducted to examine the impact of involvement and attitude towards Television (TV) advertisements (ads) with Islamic symbols to that of purchase intent. Specifically the study examines i) the level of involvement towards TV ads, ii) the attitude towards TV ads, iii) the re...

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Main Authors:	Hamisah Hasan, Ezhar Tamam, Jusang Bolong, Mohd Nizal Mohd Nor, Azhani Ali
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2016
Online Access:	http://journalarticle.ukm.my/10491/ http://journalarticle.ukm.my/10491/ http://journalarticle.ukm.my/10491/1/16155-45310-1-SM.pdf

id	ukm-10491
recordtype	eprints
spelling	ukm-104912017-07-10T02:14:11Z http://journalarticle.ukm.my/10491/ An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent. Hamisah Hasan, Ezhar Tamam, Jusang Bolong, Mohd Nizal Mohd Nor, Azhani Ali, The exploratory study was conducted to examine the impact of involvement and attitude towards Television (TV) advertisements (ads) with Islamic symbols to that of purchase intent. Specifically the study examines i) the level of involvement towards TV ads, ii) the attitude towards TV ads, iii) the relationship between involvement towards TV ads and purchase intent, iv) the relationship between attitude towards TV ads with and purchase intent. The framework of the study was constructed based on the Elaboration Likelihood Model (ELM) that suggested that the level of consumers’ involvement differ due to their processing of information. The theory also explained that sometimes the use of different cues were able to generate consumers’ high involvement in their information processing. This has thus, contributed significantly to their purchase intent. The study utilized the one group post-test only experimental methods by engaging 76 female subjects from Kuala Lumpur to participate. They were shown four advertisements that have Islamic symbols and asked to answer a set of self-administered questionnaires. The study found that the subjects showed high involvement on ads that used the Islamic symbols of “hijab” and thus have effectively generated positive attitude towards the advertisements. The results also revealed that there was a positive impact between the Islamic symbols on purchase intent. Penerbit Universiti Kebangsaan Malaysia 2016 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10491/1/16155-45310-1-SM.pdf Hamisah Hasan, and Ezhar Tamam, and Jusang Bolong, and Mohd Nizal Mohd Nor, and Azhani Ali, (2016) An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent. Jurnal Komunikasi ; Malaysian Journal of Communication, 32 (2). pp. 1-15. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/877
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	The exploratory study was conducted to examine the impact of involvement and attitude towards Television (TV) advertisements (ads) with Islamic symbols to that of purchase intent. Specifically the study examines i) the level of involvement towards TV ads, ii) the attitude towards TV ads, iii) the relationship between involvement towards TV ads and purchase intent, iv) the relationship between attitude towards TV ads with and purchase intent. The framework of the study was constructed based on the Elaboration Likelihood Model (ELM) that suggested that the level of consumers’ involvement differ due to their processing of information. The theory also explained that sometimes the use of different cues were able to generate consumers’ high involvement in their information processing. This has thus, contributed significantly to their purchase intent. The study utilized the one group post-test only experimental methods by engaging 76 female subjects from Kuala Lumpur to participate. They were shown four advertisements that have Islamic symbols and asked to answer a set of self-administered questionnaires. The study found that the subjects showed high involvement on ads that used the Islamic symbols of “hijab” and thus have effectively generated positive attitude towards the advertisements. The results also revealed that there was a positive impact between the Islamic symbols on purchase intent.
format	Article
author	Hamisah Hasan, Ezhar Tamam, Jusang Bolong, Mohd Nizal Mohd Nor, Azhani Ali,
spellingShingle	Hamisah Hasan, Ezhar Tamam, Jusang Bolong, Mohd Nizal Mohd Nor, Azhani Ali, An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.
author_facet	Hamisah Hasan, Ezhar Tamam, Jusang Bolong, Mohd Nizal Mohd Nor, Azhani Ali,
author_sort	Hamisah Hasan,
title	An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.
title_short	An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.
title_full	An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.
title_fullStr	An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.
title_full_unstemmed	An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.
title_sort	exploratory study on the relationship between involvement and attitude towards tv advertisements with islamic symbols and purchase intent.
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2016
url	http://journalarticle.ukm.my/10491/ http://journalarticle.ukm.my/10491/ http://journalarticle.ukm.my/10491/1/16155-45310-1-SM.pdf
first_indexed	2023-09-18T19:57:34Z
last_indexed	2023-09-18T19:57:34Z
_version_	1777406632082276352

An exploratory study on the relationship between involvement and attitude towards tv advertisements with Islamic symbols and purchase intent.

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